Empirical Research Between Destination Image And Tourist Satisfaction

With the development of economic and the improvement of our material life,people pay more attention to the spiritual and cultural life, and tourism industry hasentered a stage of rapid development. Because the destination image plays animportant role in the development of tourism industry, the study of tourismdestination has become an important part of the study of the development of tourismindustry.This article studied the relationship between destination image and touristsatisfaction, which further improved the tourism destination image and touristsatisfaction theory. At present the research on tourism destination image mainly focuson the qualitative analysis, such as destination image communication, construction,marketing, and few articles focus on destination image measurement. The study oftourist satisfaction originated in the research on customer satisfaction. At abroad, theresearch on customer satisfaction has been very mature, such as SCSB, ACSI, ECSI,CCSI, but few research combined destination image with tourist satisfaction to study.According to the characteristic of destination image, different dimensions ofdestination image and the influence of each dimension on tourists satisfaction, thecorresponding conclusion was drawn, which can provide scientific basis for relevantdepartments or tourism marketing executives to make a reasonable marketingdecision.This achievement of this article embodied in the following two aspects: first, anumber of assumptions were set up and the previous research conclusion was verified,second, the paper combined destination image with tourist satisfaction to have anempirical research. Through this research, an important basis was provided to takesome measures for improving the tourist’s satisfaction.